Interactive Research On The Official WeChat Public Number Of University Based On The Theory Of Interactive Ritual Chain

With the continuous development of Internet technology,the Internet has completed the flight from PC Internet to mobile Internet,and people's lives have undergone tremendous changes.WeChat is the leader in the social media.WeChat was originally born as a social product,but it not only had the function of point to point communication.With the development of WeChat,the Wechat public platform was formally launched.As the functions of the public platform become more and more clear,a large number of users are also attracted.The WeChat public number in Colleges and universities is also different from the traditional media of university campus and is gradually accepted by college students.The domestic scholars' research on the official WeChat public number is mainly focused on the development situation,the operation dilemma and the research on how to use the WeChat public platform to better carry out the university work.From the theoretical level,there is very little research on the analysis of the official WeChat public number.Therefore,this paper uses the interactive theory chain of sociology to analyze the related interactive behaviors in the official WeChat public number of universities.First of all,this paper makes a clear definition of the official WeChat public number of the University.Then,taking the participatory observation method and taking the "Youth Normal University" as a case,this paper summarizes the operation mechanism of the interactive ceremony in the official WeChat public number of the University.There are two kinds of interaction between the official WeChat public of colleges and Universities: one is the interaction between users in the context of the twitter,and the other is the interaction between the "official micro" and the user.After a successful interaction between the users,the individual will become more loving,keep a constant attention to the alma mater,and defend the results of the honor of the alma mater.After successful interaction with official micro,the individual will produce the following results: form a stable subscription relationship,form a long-term concern for the school,optimize the school image and punish the interactive slack Party: cancel the subscription.Based on the above analysis,the success of the interactive ritual is a lot of benefit.Therefore,this paper puts forward four suggestions on strengthening the official WeChat public interaction: enhanced user interaction in the body,to broaden the scope;strengthen insider identity,highlight the characteristics of the University;build quality focus,improve user emotional energy;give full play to the "editor" role,enhance the sharing of emotional experience.